CDW advertising spend, FY2025

CDW (CDW) reported $223M of advertising expense for the fiscal year ended Dec 31, 2025. That is 1.0% of revenue of $22.4B. Up 2.3% from FY2024.

Ad spend, FY2025
$223M
year ended Dec 31, 2025
Change vs prior year
+2.3%
vs FY2024
Share of revenue
1.0%
of $22.4B revenue
Rank by ad spend
#216
of 336 companies

Key facts

  • Ad spend is 1.5x its FY2015 level ($148M), slower than revenue (1.7x).
  • FY2025 is the highest year on file, going back to FY2009.
  • Largest increase +15.8% in FY2011; largest cut -1.0% in FY2020.
  • Ad spend has risen 5 years in a row.
  • Ad spend is 1.0% of revenue, about the same as 1.0% in FY2020.
  • CDW spends more on advertising than 36% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is below the median of 5.2%.

Ad spend by fiscal year

$0 $100M $200M $300M FY2009 (ended 2009-12-31): $102M FY2010 (ended 2010-12-31): $106M 2010 FY2011 (ended 2011-12-31): $123M FY2012 (ended 2012-12-31): $130M FY2013 (ended 2013-12-31): $131M 2013 FY2014 (ended 2014-12-31): $138M FY2015 (ended 2015-12-31): $148M FY2016 (ended 2016-12-31): $163M 2016 FY2017 (ended 2017-12-31): $174M FY2018 (ended 2018-12-31): $183M FY2019 (ended 2019-12-31): $193M 2019 FY2020 (ended 2020-12-31): $191M FY2021 (ended 2021-12-31): $199M FY2022 (ended 2022-12-31): $211M 2022 FY2023 (ended 2023-12-31): $215M FY2024 (ended 2024-12-31): $218M FY2025 (ended 2025-12-31): $223M 2025 $223M

Ad spend as % of revenue

0.0% 0.5% 1.0% 1.5% FY2009 (ended 2009-12-31): 1.4% FY2010 (ended 2010-12-31): 1.2% 2010 FY2011 (ended 2011-12-31): 1.3% FY2012 (ended 2012-12-31): 1.3% FY2013 (ended 2013-12-31): 1.2% 2013 FY2014 (ended 2014-12-31): 1.1% FY2015 (ended 2015-12-31): 1.1% FY2016 (ended 2016-12-31): 1.2% 2016 FY2017 (ended 2017-12-31): 1.1% FY2018 (ended 2018-12-31): 1.1% FY2019 (ended 2019-12-31): 1.1% 2019 FY2020 (ended 2020-12-31): 1.0% FY2021 (ended 2021-12-31): 1.0% FY2022 (ended 2022-12-31): 0.9% 2022 FY2023 (ended 2023-12-31): 1.0% FY2024 (ended 2024-12-31): 1.0% FY2025 (ended 2025-12-31): 1.0% 2025 1.0%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $223M +2.3% $22.4B 1.0% AdvertisingExpense 10-K Feb 20, 2026
FY2024 Dec 31, 2024 $218M +1.4% $21B 1.0% AdvertisingExpense 10-K Feb 20, 2026
FY2023 Dec 31, 2023 $215M +1.9% $21.4B 1.0% AdvertisingExpense 10-K Feb 20, 2026
FY2022 Dec 31, 2022 $211M +6.0% $23.7B 0.9% AdvertisingExpense 10-K Feb 21, 2025
FY2021 Dec 31, 2021 $199M +4.2% $20.8B 1.0% AdvertisingExpense 10-K Feb 26, 2024
FY2020 Dec 31, 2020 $191M -1.0% $18.5B 1.0% AdvertisingExpense 10-K Feb 24, 2023
FY2019 Dec 31, 2019 $193M +5.5% $18B 1.1% AdvertisingExpense 10-K Feb 28, 2022
FY2018 Dec 31, 2018 $183M +5.4% $16.2B 1.1% AdvertisingExpense 10-K Feb 26, 2021
FY2017 Dec 31, 2017 $174M +6.6% $15.2B 1.1% AdvertisingExpense 10-K Feb 28, 2020
FY2016 Dec 31, 2016 $163M +10.2% $14B 1.2% AdvertisingExpense 10-K Feb 27, 2019
FY2015 Dec 31, 2015 $148M +7.1% $13B 1.1% AdvertisingExpense 10-K Mar 1, 2018
FY2014 Dec 31, 2014 $138M +5.5% $12.1B 1.1% AdvertisingExpense 10-K Mar 1, 2017
FY2013 Dec 31, 2013 $131M +1.0% $10.8B 1.2% AdvertisingExpense 10-K Feb 25, 2016
FY2012 Dec 31, 2012 $130M +5.5% $10.1B 1.3% AdvertisingExpense 10-K Feb 26, 2015
FY2011 Dec 31, 2011 $123M +15.8% $9.6B 1.3% AdvertisingExpense 10-K Mar 5, 2014
FY2010 Dec 31, 2010 $106M +4.0% $8.8B 1.2% AdvertisingExpense 10-K/A Nov 8, 2013
FY2009 Dec 31, 2009 $102M n/a $7.2B 1.4% AdvertisingExpense 10-K Mar 9, 2012

What the figure is

Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).

Compared with similar spenders

The 6 companies closest to CDW in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
212 Neurocrine Biosciences $227M 7.9% +18.7% FY2025
213 McCormick $225M 3.3% +2.9% FY2025
214 Peloton Interactive $224M 9.2% -9.2% FY2026
215 Dexcom $224M 4.8% +15.2% FY2025
216 CDW $223M 1.0% +2.3% FY2025
217 Columbia Sportswear $220M 6.5% +10.8% FY2025
218 Lands' End $219M 16.4% +5.5% FY2026

Full ranking of 336 companies · Biggest increases #216 · Lowest ad-to-revenue #32 · Up 5+ years in a row #65

Questions

How much does CDW spend on advertising?

CDW spent $223M on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 20, 2026.

What percentage of revenue does CDW spend on advertising?

1.0% of revenue in fiscal 2025 ($223M of $22.4B). The median across the 336 companies tracked is 5.2%.

Is CDW spending more on advertising?

Yes. Ad spend rose 2.3% in fiscal 2025 from fiscal 2024. It has risen 5 years in a row.

How does CDW rank by advertising spend?

#216 of 336 US-listed companies with $100M or more in ad spend, ranked on each company's latest fiscal year.

What does CDW's advertising figure include?

Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).

Source

Filing
10-K for FY2025, filed Feb 20, 2026
Accession number
0001402057-26-000011
Company
CDW Corp, CIK 1402057, SIC 5961 (Retail-Catalog & Mail-Order Houses)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
CDW advertising spend, FY2009-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 20, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/cdw/advertising-spend/
Download
CSV, all years · CSV, all 336 companies